Hettema Group Goes Full Circle With Landmark Vegas Project

Pasadena, CA, USA (October 10, 2012) — A dramatic new American icon will soon rise above the sands of Las Vegas: the High Roller, the world’s largest observation wheel. Shimmering with light and movement, the High Roller will combine entertainment with sweeping views of the Las Vegas skyline.

To create an experience of such immense scale, which will instantly become an iconic international landmark, Caesars Entertainment Corp. selected The Hettema Group, an award-winning design team that specializes in creating and producing one of a kind, immersive experiences.

“The Hettema Group is thrilled to be working with Ceasars Entertainment as Designer and Art Director for the High Roller wheel and guest experience,” said Phil Hettema, President and Creative Executive, The Hettema Group. “Our goal has been to create both an iconic, elegant and unique design for the wheel, as well as a festive and unforgettable guest experience from beginning to end.”

Among its features, visitors will have the opportunity to reserve a cabin on the High Roller for special occasions complete with cocktails, music and entertainment as party-goers soar into the sky with the lights of Vegas sparkling below.

Since the invention of the Ferris Wheel by G.W Ferris – the most popular attraction at the Chicago World’s Fair in 1893 –giant wheels have been popular throughout the world. Now state-of-the-art technology has made larger and more sophisticated observation wheels possible, from the London Eye to the Singapore Flyer, but at 550-feet, the High Roller will be the tallest wheel ever built.
The Hettema Group is working on the project in collaboration with Arup, renowned for their engineering and design work on the London Eye and the Singapore Flyer. “Our alliance with Arup will enable us to take a quantum leap forward, in both sophistication and design of the wheel,” Hettema added.

Rising parallel to the Strip, the giant wheel will be a distinctive new addition to the Las Vegas skyline, with 28 air-conditioned cabins capable of carrying 40 people each. During the 30-minute ride, visitors will be treated to spectacular views of the Las Vegas Strip, city skyline, and vistas beyond. With the opening planned for late 2013, more than 4.5 million visitors per year are anticipated to climb on board as the big wheel keeps on turning.

Work is now underway on the High Roller, which will serve as the majestic centerpiece of The LINQ, a new $550 million development by Caesars Entertainment encompassing an open-air retail, dining and entertainment district located on the 50-yard line of the world-famous Las Vegas Strip. The company recently announced the first wave of tenants to populate The LINQ. Popular first-to-market concepts and trendsetting brands, such as Brooklyn Bowl and Sprinkles Cupcakes, are among the first tenants to sign onto the project.

The Hettema Group is renowned for creative design, production and architecture for the world of experiential entertainment. Celebrating ten years creating award-winning immersive experiences fueled by storytelling and emotion, the design team has an established track record worldwide. Led by industry veteran Phil Hettema, the firm spearheaded creative design and production of the USA Pavilion experience for the World Expo 2012 in Yeosu, South Korea. Acclaimed projects also include the immersive 4-D, multi-media experience, “Beyond All Boundaries” for the National World War II Museum, narrated by Executive Producer Tom Hanks. And, The Hettema Group was selected as the designer and project manager for The Malaysia Truly Asia Center [MTAC], in Kuala Lumpur; as well as the overall master plan for the Sanrio-owned Hello Kitty Park in Anji, China, set to open in 2014. The firm also developed concepts for the park’s Hello Kitty rides, attractions, food and beverage, retail and themed hotels. For more information: www.thehettemagroup.com.

Caesars Entertainment Corporation is the world’s most diversified casino-entertainment company. Since its beginning in Reno, Nevada, more than 74 years ago, Caesars has grown through development of new resorts, expansions and acquisitions, and now operates casinos on four continents. The company’s resorts operate primarily under the Caesars®, Harrah’s® and Horseshoe® brand names. Caesars also owns the World Series of Poker® and the London Clubs International family of casinos. Caesars Entertainment is focused on building loyalty and value with its guests through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership. Caesars is committed to environmental sustainability and energy conservation and recognize the importance of being a responsible steward of the environment. For more information, please visit Caesars.com.